Estee Lauder targets India’s luxury beauty consumers with offerings on Kult App

14 Dec 2023 --- A mobile-commerce platform specializing in premium and luxury beauty shopping, the Kult App joins Estee Lauder Companies, introducing six “iconic” brands to its platform. Bobbi Brown, Too Faced, Smashbox, Clinique, Estee Lauder and MAC are now available for Indian beauty and cosmetics enthusiasts.

“Kult App has consistently been the go-to platform for those looking for a premium and diverse range of products,” comments Karishma Khokhar, founder and CEO of Kult App.

“Our mission has always been to provide beauty enthusiasts access to the finest products. And now, with the inclusion of Estee Lauder Companies’ brands, we will be able to cater to an even broader audience, offering our patrons an exceptional selection of makeup and skin care products.”

Hub of premium beauty
Customers can explore the extensive range of products from renowned brands such as Bobbi Brown, “known for its natural beauty approach.” While Too Faced offers “playful and vibrant” products and Smashbox provides a “studio-ready makeup range.”

Clinique is known for its dermatologist-developed products and Estee Lauder is marketed for its “timeless elegance” while MAC is touted as a “global beauty icon.”Users can purchase iconic brands to enhance their personalized beauty routines (Image Credit: Kult App).

“The brand portfolio under the Estee Lauder Companies has been the preferred choice of high touch and luxury experience by consumers worldwide,” says Rohan Vaziralli, general manager at Estee Lauder Companies, India.

“To reach out to more consumers in India, we are excited to launch some of our marquee brands on the Kult App — their innovative approach, personalized shopping experience and diverse selection of beauty products make them a natural choice for the extension and expansion of our brands. We are confident that through Kult, our iconic brands will find their way into the hands of more beauty enthusiasts in the country, adding a touch of luxury to their routines.”

Personalized skin care offerings
Estee Lauder Companies’ brands are now available for purchase on Kult App for both iOS and Android users. The app also offers a Skin Analysis Test, allowing users to unlock expert dermatologist reviews tailored to their skin types and concerns. 

With over 200 brands, Kult App focuses on customization, offering a skin compatibility score derived from analyzing over 100,000 skin combinations with over 100 parameters.

The shift in digital shopping in India has been noted. Meta platforms are taking center stage, with two studies commissioned by the Facebook owner finding that 92% of Indian beauty enthusiasts discover new brands on Meta platforms, especially on Instagram Reels.

In other partnerships, Sephora and Reliance Beauty & Personal Care, a subsidiary of Reliance Retail Ventures, collaborated to develop the retailer’s presence in India’s prestige beauty sector. 

According to Sephora, the Indian beauty and personal care market is evaluated at US$17 billion and set to grow at an 11% CAGR, which is still believed to be in its infancy. This positions India as “one of the largest untapped consumer markets globally,” says the retailer.

Edited by Venya Patel